Hunan Sunshine Dairy Co., Ltd. Liquid Milk And Domestic Marketing Strategy Research

In recent years, with the increase of China's personal income and the transition of consumer attitudes towards the dairy products, consumption of the liquid dairy products takes on a trend of remarkable increasing. and receive the attention of many dairy enterprises because of its market potential. But in the meantime, lacking of coordination is gradually becoming apparent in the development of the dairy industry; the war on the resources of milk, the price and the seizures of land originated in the excessive competition poses a threat to the sustainable development of the regional dairy enterprises. How to catch the chances and establish their own brand and market competitive edge before the integration of the market, and to form their own core competitiveness is an important choice which the diary enterprises in every region is faced up.The author launched an empirical Study on the liquid milk products marketing of the Sunshine Dairy Co.,Ltd and designed the liquid milk products marketing strategy and business strategies of the company. on the basis of collecting large amounts of information about the industry and diary market. This article introduced the background and the origin of the topic firstly, and introduced the present situation of research and application and the contents and the methods involved domestic and international. Then gave an analysis on the present situation and problem which existed in marketing of the Sunshine Dairy Co.,Ltd, then gave an analysis on the macroeconomic environment and micro environment which the company was faced up through several aspects including the national dairy industry policy, development of the industry, consumer analysis, competitor analysis etc. Then proposed the choice of the marketing strategy of the Sunshine Dairy Co.,Ltd, which referred mainly to marketing strategy and STP strategy. And stressed that the company should pay more attention to the differences of its products and the channel expansion with a consumer-oriented prospective, and focus on liquid milk-based product development, production, marketing and services mainly for young people aged 5-25 (especially students) with medium or high quality and price. The author proposed that the Sunshine be a strong brand in its domestic market in Hunan if it focuses its products on the "pure" and "fresh" which the consumer demands for. Finally, the author optimized the marketing mix strategy on the basis of the researching results introduced above, and constructing the company's marketing security system initially.